Corporate Twitterer: Mascot, Spokesperson, Teacher

14 Oct

stringphonehj1For several months now, I have been the woman behind the curtain of my company’s Twitter presence. Every day, I put up several tweets, and since we began tweeting we’ve organically built a base of 1,000 followers. That’s several million less than Ashton Kutcher, for the record. But our enterprise is more about quality than quantity, so we’re in no hurry to get there.

Being the designated twitterer has been illuminating. There are several keys:

  • Tweets demonstrate the company’s values and culture, adding content of value to the conversation.
  • Retweets are within industry and share helpful information to broaden the minds of our followers.
  • Mentions call out other respected thought leaders within the industry.

In short, serving this role has me behaving somewhat like a combination of mascot, company spokesperson and teacher. Mascot, because I am “in costume,” behind the walls of Twitter, not posting my own individual thoughts but engaging as the Twitteresque embodiment of our company’s unique combination of offerings. Spokesperson, because I am serving up the company’s thoughts and opinion. And teacher, because I am providing a curriculum of sorts for our followers, through which they engage back with the company to provide shared content.

We’ve stayed away from prescheduled, automated tweeting, believing instead in the power of real-time, I’m really here interaction. Our belief is that our authenticity and credibility are built on our actual presence in the space, to build our reputation and engage with our customers.

Next time you visit your favorite brand on Twitter, say hello to the Twitterer behind the curtain. You might be surprised by the conversation.

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